Cider/Perry in Lithuania

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Executive Summary

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TRENDS

Over the course of the review period sales of cider/perry in Lithuania constantly decreased, and 2016 was no exception. In 2016 cider/perry decreased by 6% in total volume terms, to reach 11.7 million litres. After the latest government elections, the newly elected party started a fight against alcohol consumption in Lithuania, by strongly increasing excise duties and implementing various bans which affected the consumption of all types of alcohol, including cider/perry.

COMPETITIVE LANDSCAPE

Svyturys Utenos Alus continued to lead cider/perry with a share of more than 40% of total volume sales in 2016. In 2016 its Kiss brand maintained the leading position, accounting for a 27% total volume share; however, it lost one percentage point compared with 2015. In 2016 the Somersby brand held an 11% volume share. Even though Somersby is positioned as an upper mid-priced cider it saw growth, compared with the decline seen for Kiss during the review period. This was mainly achieved due to strong marketing campaigns.

PROSPECTS

The biggest story of the coming years is likely to be the fight against alcohol consumption in Lithuania. According to the latest WHO data, Lithuanians are ranked first according to pure alcohol consumption per capita globally. Whilst these figures could be argued in relation to methodological approach, the fact is that Lithuanians indeed consume a lot of alcohol. The newly elected government has already stated that fighting alcoholism is one of its key priorities. Alcoholic drinks already saw an excise increase in 2016, and this is set to continue in the forecast period. In addition, new regulations are coming into force that will put Lithuania amongst the countries with the strictest regulations related to alcoholic drinks. Amongst other restrictions, from 2018 alcohol will only be sold to those who have reached the age of 20. All these initiatives will hit the alcoholic drinks market, and cider/perry is no exception.

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